EOC: Week 10: What Channels are you going to do to get your product noticed?

My beer company Desejo would high-quality specialty stores and would sell directly to consumers via the Web and intermediaries because they would create greater efficiency in making goods available to my chosen target markets. Vertical marketing system I believe is what’s best for my beer company because it would unite the wholesalers, producers, and retailers to sell our product. Also seeing how some consumers prefer to have a variety of small quantities then just one type in a huge bulk purchase would benefit them as the same time as it would us. It lets our customers now that we are thinking many steps ahead of them for their convenience.

http://www.allclassicads.com/volkswagen-history-classical-ads.html

The lemon Ad was to suggest to the people that the cars were being well tested. The inspections were all thanks to Kurt Kroner who noticed that VW's needed to just inspect the cars and to make sure the they were well equiped for there future owners. Nothing more and nothing less, just right for the new owners. Which i believe that this means you have to pin point every little detail from the dumbest little flaw to the hugest one. Thera all threats when you have nothing to back up the reasons of the mistakes from your product or products.We pluck the lemons; you get the plums. This was the lemon ad that Volkswagon was advertising. Adding to this also means that the more inspection given to VW's meant less need for maintnance from you the consumer and less of a hassle to own.

Week 9 EOC: Three Great Mission Statements

The three mission statements that i personally felt almost wanted me to buy into there beer were,Gontarek Jefferey, Lapadu, Michaell Edward, and Plum, Daniel. I like Jeffereys because his first sentence was about creating a friendship with the customer instead of just selling the beer and brand. In marketing I believe that's crucial because as a consumer myself I feel a lot more faithful to a brand when there is a customer relation.Michael Edward's was also interesting due to the fact that he right of the bat chose to say that his beer was for the few who would appreciate his beer and also the quote he gave about how mission statements are better of simple and straight to the point instead of long and confusing. Daniel Plum's mission statement was very creative. The idea of fruit beer is very good, I mean i would try it in a heartbeat. The whole gamer beer that no ones ever create4d is a bit interesting.

Implementation Evaluation Control

Evaluating the results of marketing strategies and plans and taking corrective action to ensure that our objectives are attained.  Our marketing control involves the basic four steps. Management, which sets specific marketing goals for us to reach to our customers and if they are enjoying the product. We then measure the performance we are either gaining or loosing in the marketplace and evaluating the causes of any differences between the expected and actual qualifications of our product. To see what we need to update and what we should keep as is..” Measuring return on marketing investment has become a major marketing emphasis. But it can be difficult. For example, a Super Bowl ad reaches nearly 100 million consumers but may cost as much as $3 million for 30 seconds of airtime alone. How do you measure the specific return on such an investment in terms of sales, profits, and building customer relationships. (Marketing: an introduction / Gary Armstrong, Philip Kotler. -10th ed., Printed page 58.)

Price

 Being an imported beer does take the value of the price a bit more costly then your regular beers. “These days, we’re all cheapskates in search of a spend-less strategy.” In response, it seems that almost every company is looking for ways to slash prices. (Marketing: an introduction / Gary Armstrong, Philip Kotler. -10th ed., Printed page 275.)Although just because the economy is going through some tough times don’t mean that nobody can buy things that they want and or need.“Instead of running away from pricing,” says the expert, “savvy marketers are embracing it.” (Marketing: an introduction / Gary Armstrong, Philip Kotler. -10th ed., Printed page 275.) Customer value-based pricing, setting price based on buyers’ perceptions of value rather than on the seller’s cost. Setting the right price is one of the marketer’s most difficult tasks. A host of factors come into play. But finding and implementing the right price strategy is critical to success. (Marketing: an introduction / Gary Armstrong, Philip Kotler. -10th ed., Printed page 275.) More factors that would come into conflict would be the taxes, transportation, shipping, and other expenses like so. But there’s always a way to maneuver everything especially if our customer wants it they get it! Now that we’ve looked at the three general pricing approaches—value-, cost-, and competitor-based pricing—let’s dig into some of the many other factors that affect pricing decisions. (Marketing: an introduction / Gary Armstrong, Philip Kotler. -10th ed., Printed page

Distribution

Being as the beer is imported from Brazil and seeing that imported beer sales are going down it’s going to be a bit of a struggle. Although by getting out there and having successful advertising and really reaching to create customer relationships from such a distance doesn’t mean all is lost. Here at Desejo, creating comfort and relaxation to our customers is our goal. Forget the profit for a moment, gaining the support of our customers is our true desire. "Customer relationships and value are especially important in today’s tough economic times, when more frugal consumers are cutting back and spending more carefully."(Marketing: an introduction / Gary Armstrong, Philip Kotler. -10th ed., Printed page 2.)

Promotion

The main goal for Desejo to reach to consumers’ world wide is by social networking. Examples would be Facebook and Twitter. The world is changing and so is the word of mouth. Nowadays most people use social networking to communicate or to get the word across of anything happening. Of course doing the old school way is another way to go, such as commercials to be viewed worldwide. "You already know a lot about marketing—it’s all around you. Marketing comes to you in the good old traditional forms: You see it in the abundance of products at your nearby shopping mall and in the advertisements that fill your TV screen, spice up your magazines, or stuff your mailbox." (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 3.)

Product

Desejo beer is a product like no other. The experience from the taste and the appearance of the bottle takes you away to another level of exotic beers. Selling not only the appearance but also the quality and gratitude from the consumer is what makes our product. Without the experience of researching and interviewing everyday people made us realize that everyone has something in common, which is desire. Everyone desires to do this and to do that, avoid her or him, the desire to escape and relax somewhere soothing and tranquil. Therefore, Desejo has come up with your escape in a bottle. ”Like everything else in marketing, good pricing starts with customers and their perceptions of value.” (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 39.)Our beer is all based off of what the customers wanted and desired and what they would like to see brewed. From years of researching and hearing what everyday people wanted made the creation of Desejo beer and all the quality produced from creative minds.Company wide strategic planning guides marketing strategy and planning. Like marketing strategy, the company’s broad strategy must also be customer focused. (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 275.) Having all the data from the research and the feedback from the market will determine the estimated price of our beer brand."Setting the base price for a product is only the start. The company must then adjust the price to account for customer and situational differences. When was the last time you paid the full suggested retail price for something? (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 290.)

Target Market

Desejo beer is targeted toward the everyday guzzler. I'm going to say the largest percentage would be men and of course the smallest percentage would be the women. I would say the age range is around 21-35 because most men already know what they like and don't like in a beer and usually the 35 and over stay faithful to there beer of choice. As oppose to when you’re young your open to taste and experiment what kinds are out there. The women’s age range would differ I would think 27-45 when believe women get into beer. Without the gender segments the markets customers would be, working class, middle class, upper middles people who are outgoing and ambitious. Would be consumed on a regular occasion; special occasion; holiday, etc. “Market segmentation addresses the first simple-sounding marketing question: What customers will we serve? The answer will be different for each company. For example, The Ritz-Carlton targets the top 5 percent of corporate and leisure travelers. Hampton targets middle Americans traveling on a budget. (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page175.)

Our beer has great quality, service, economy, convenience, speed, and gratitude to our customers.” Now that we’ve divided the market into segments, it’s time to answer that first seemingly simple marketing strategy question we raised in Figure 6.1: Which customers will the company serve? (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 186.)

SWOT Analysis

Strengths- Local use of ingredients, Brazil’s the world fourth largest market for beer, driven by consumer’s desires. Marketing information by itself has little value. The value is in the customer insights gained from the information and how these insights are used to make better marketing decisions. (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 101.)Weaknesses- Lack of beer variety, microbrewery, imported beer. Despite the simple-looking model in Figure 5.1, understanding the whys of buying behavior is very difficult. Says one expert, “the mind is a whirling, swirling, jumbled mass of neurons bouncing around….”.” (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 137.)Opportunities- Gain a fair market share around the Brazilian Carnival, Social networking as promotion world wide, and gaining strong customer bonds. “Whereas marketing intelligence involves actively scanning the general marketing environment, marketing research involves more focused studies to gain customer insights relating to specific marketing decisions.” (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 106.)Threats- Pilsner beer consumes 98% of market shares in Brazil, US craft beers, Decrease in import beers to the US. Business buying decisions can range from routine to incredibly complex, involving only a few or very many decision makers and buying influences. (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 161.)

Objective

Desejo beer was created to not only satisfy your taste buds, but also to take your imagination into an environment were all your stress flees your mind and takes you to one of the most relaxing places you can be. Where the breeze is soothing and refreshing, the clash of the water waves calming the beat of your heart, where your desire comes true, with a simple removal of Desejo’s cap. "... A company’s mission should not be stated as making more sales or profits—profits are only a reward for creating value for customers. Instead, the mission should focus on customers and the customer experience the company seeks to create." (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 101.)No matter how far we need to ship our beer, it will be done in a great efficient amount of time and the quality will also be at its finest point.At the same time that it’s answering the first simple-sounding question (Which customers will we serve?), the company must be asking the second question (How will we serve them?). For example, Ritz-Carlton serves the top 5 percent of corporate and leisure travelers. Its value proposition is “The Ritz-Carlton Experience”—one that “enlivens the senses, instills a sense of well-being, and fulfills even the unexpressed wishes and needs of our guests.” (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 193.)Here’s another definition of sales force management: “Planning, organizing, leading, and controlling personal contact programs designed to achieve profitable customer relationships.” Here again, the goal of every marketing activity is to create customer value and build customer relationships. (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 416.)

Mission Statement

Desire the feel of escaping to someplace that more often then not is far from reality. Desejo beer, wants to take you away to experience the lavishing tropical feel of relaxation with just a soothing taste from a bottle. Our desire is to make you realize that you don't always have to get away in order to experience relaxation. As soon as you see our beer in the cooler your eyes will be invigorated with the royal blue color scheme guiding your imagination to tropical climates and emotions, leading you away from the fuss of your everyday life. Relax and pop open that cap of Desejo, you know you desire to experience our exotic taste. "Few leaders actually get the point of forging a mission with real grit and meaning. [Mission statements] have largely devolved into fat-headed jargon. Almost no one can figure out what they mean. [So companies] sort of ignore them or gussy up a vague package deal along the lines of: “our mission is to be the best fill-in-the-blank company in our industry.” [Instead, Welch advises, CEOs should] make a choice about how your company will win." (Marketing: an introduction / Gary Armstrong, Phillip Kotler - 10th Ed., printed page 40)

EOC Week 8: Creative Content Projects

        Being as I am a fashion retail student I have decided to display my brand and beer as a retail store displays there garment or garments in the front windows of there retail stores. Being as my beer is more a tropical feel, I have decided to display my beer in a window display with a beautiful Brazilian beach picture as the backdrop of the window. And thought of placing a cabana with the beer being displayed in a silver chiller as you would place a wine bottle during dinner at a restaurant. The cabana furniture will be all white cotton cushions with a palm tree brown style wood to give it yet a rustic look. Also I will add a sheer pale white fabric to give it a nice romantic movement. The cushions will be lined with sky blue to match the ocean color so that this way all colors will be light and the only pop of color will be the beer bottle in the center of the display window.

Week 7 EOC: Pitch

      Experience the charm of Desejo, with its gold rich color, soft and eloquent taste that silently explodes your taste buds. Giving you the desire to need and want more of a crisp, tangy, and refreshing flavor. Gathering the tropical feel that Brazil offers, Desejo beer uses malted wheat, a touch of citrus, and pinch of grinded cocoa beans, all fine products from Brazil’s Amazon Rainforest. The fermentation imparts a tropical taste as if you where on the beaches of Brazil relaxing in the nice warm sand. Brewing in Brazil dates back to the German immigration, in the early nineteenth century. As of 2010, Desejo beer is being recognized as a new Brazilian tradition. Making it way into Brazils well known festivals. The elegance and unique appearance and taste of our tropical beer has everyone who’s anyone gushing about the brilliance behind Desejo. The vivacious appeal of the bottle is displayed as a rare jewel found in the cascading waters of Brazil. A light colored bottle that will display the gold glow of the beer.

Week 6 EOC: Me Times Three

Three products that I personally would choose would be scented body lotion, deodorant, and shampoo. Scented body lotion is a target market almost for women. Being as Victoria's Secret, Bath&Body Works, and many other brands are those who target women who want to smell wonderful. As many would say that the different scents used are the type of person that a woman is or wants to be. I would think this was a demographic view. I don't know too many older ladies in there late 70's wanting to smell like a spicy apple or a love rocking diva. But there are those exceptions. Deodorant is also one of my main focuses because as much as I would like to forget the unpleasant smell of armpits,as a women smelling good is a must. That's one of many of the women's codes of conducts. The deodorant brand I only use is Secret. I use it for reasons such as it's long lasting, it doesn't stain or leave white marks on clothes, especially black clothes, and it smells feminine of the bat. Shampoo is another must have product for myself. Taking care of hair is very important. Not only is it one of the things that defines a women's appeal, but it also is one of the ways we express ourselves. Nobody wants a greasy, knotted, corse hair ball on the top of there heads. What these three products introduce are to the women who want to smell good and fell good and also that want to smell approachable for themselves or for other people. The brands and or scents i use may not really appeal to let's say an 80 year old. That's where the demographic point of view comes in. This following quote ties in to what Kotler says about demographics and the target market. "The “You Kin’ Do It” campaign encapsulates

the spirit of Dunkin’ Donuts and the brands understanding of what

everyday folks need to keep themselves and the country running.

“Prevailing over life’s daily challenges deserves acknowledgment and

appreciation, especially in difficult times,” says a Dunkin’ Donuts

marketing executive. “The “‘You Kin’ Do It’ campaign shines the

spotlight on the accomplishments of hard-working Americans, while

reinforcing that Dunkin’ Donuts will continue to fuel their busy day

and provide a bit of happiness without blowing the lid off their

budget.” The campaign cheers on everyday people who keep America

running by reminding them that they can take on any task, even during

these challenging times."(chapter 6 page 15 e-book, Marketing an Introduction)

EOC Week 5 Question 1

The health care reform happens to be a touchy subject to most people I know. In my opinion I do believe there are serious issues in our health care industry. People always want to cut cost in anything especially nowadays; the only problem is that people do not want to give up options for them when they are asked to do so. There are also the problems of the uninsured, but the number of sick people that currently lack access to the system because of insurance issues grows more often than not. I have run into two types of people: the people who think it is not “fair” that not everyone is insured, and the people who think it's not “fair” that some do not have the ability to be cared for. The census website states that the people in families, in unrelated subfamilies, or unrelated individuals that have not been covered at anytime of the year is 46,995 individuals and the ones covered by some type of health insurance during the year is  249,829. To me that is a huge gap in numbers. You have over 150,000 gaps between both groups. Although this page stats it was 2007 this is 2010 and terrifying as I think it is those numbers might have gone way up in the gap. Each demographic shown on the site show a varied percentages and numbers. The pattern I see is that the minorities are the ones with the most health reform trouble.       

Week 3 EOC: Making Money For Good

EMD Serano, a biopharmaceutical division, raises $150,000 for multiple sclerosis research. Sclerosis is debilitating disease in which your body's immune system eats away at the protective sheath that covers your nerves. Which then messes up the communication between your brain and the rest of your body? With the help of one-hundred fifty plus employees, EMD made a one-hundred fifty mile trek from Marina Bay in Quincy to Provincetown on Cape Cod along with two thousand other riders. Boston Celtics center forward Brian Scalabrine also worked with EMD to get the research they need for those who have MS, which is a very low key disease with little help to the majority who have it. The event raised $1.5 million for multiple sclerosis research. Making money for a good cause, is what the world is lacking in, but there are those few who do take a stand and get the word of mouth out there and with action.

Week 3 EOC: Internet Privacy vs. Market Research

        When it comes to one’s privacy when surfing the net, you most likely believe no one is keeping track of you, right. Wrong, according to Market research.com, internet search engines such as Google, MSN, AOL, and Yahoo know what you are up to online. Creepy indeed, personally I find this to be a way of getting the different demographics. If I were to work in any sort of marketing field, this would be a convenient way to get the research I would need to have successful target marketing for advertising. If "you were in the Gap, and the sales associate said to you, 'OK, from now on, since you shopped here today, we are going to follow you around the mall and view your consumer transactions,' no person would ever agree to that," Sen. George Lemieux, R-Florida, said this week in a Senate hearing on Internet privacy.(WallStreetJournal.com) Mr. Redgrave said the service now analyzes text “hundreds of millions of times per day.“We can understand the specific things [Web users] are talking about. We can understand exactly how they feel about those things,” he said.(http://blogs.wsj.com/digits/2010/07/30/analyzing-what-you-have-typed/).“Social media is an amazing opportunity,” Mr. Redgrave said. “For the first time in marketing history we have hundreds of millions of people online telling us what they like, what they hate and what they’re going to do before they do it … That’s extremely valuable data.”(http://blogs.wsj.com/digits/2010/07/30/analyzing-what-you-have-typed). I personally have no problem with the whole privacy scandal, yet. But until companies have not got into my personal emails, blogs, etc. Then I will be behind them all the way.

Week 2 EOC: Boston Consulting Group - Video Games

       The Boston Consulting Group is based all upon star, cash cow, question marks, and dog. The star, which is a high growth product, would be the Nintendo Wii. “Today's revision suggests that the roaring pace of Wii growth that we've seen until now may be over," said in a report in the Times."The numbers also imply that we are going to see a sudden collapse in the fourth quarter from record margins to some of the thinnest margins Nintendo has experienced for three years. (http://www.computerandvideogames.com/article.php?id=207059?cid=OTC-RSS&attr=CVG-General-RSS). The cash cow, which is less invested in, but very heavy cash produced product, would be the PS3. "This will drive PS3's unit sales," said Hirokazu Hamamura, president of Japanese game magazine publisher Enterbrain. "It is still more expensive than its rivals, but the revision has put the machine within the allowable range of game machine prices."(http://www.usatoday.com/tech/gaming/2006-09-22-ps3-price-lowered_x.htm).The question mark would be any iPod/iPad touch products from apple. “While the iPod touch in November accounted just 0.05 percent of all the use on the tens of thousands of websites tracked by stats firm Net Applications, its use has seen steady gains that put the touch screen Wi-Fi device at 0.15 percent -- still small, but a threefold increase in its footprint in less than half a year.” (http://www.appleinsider.com/articles/09/0//ipod_touch_web_share_triples_as_windows_reaches_new_low.html). Surprisingly the apple products still have a bit more of catching up to due in the market of video games consoles, but it is not too bad. The dog, which may not have large sources of cash, would be PC games. “The right way to gauge the success of consumer PCs is no longer the adoption rate of households with PCs, or even the number of PCs per household, but rather the number of machines per individual," according to Bob O'Donnell, vice president of Clients and Displays for IDC.”(http://news.cnet.com/8301-1001_3-10037754-92.html).

Week 1 EOC: Excellent Customer Service

Luckily I have had many great customer service experiences. But the one experience that truly stands out the most would have to be my shopping experience at Old Navy. About a year or so ago I went in to Old Navy, by my house, to buy outfits for the upcoming season. The store had about four to five customers inside; it was a pretty slow day. I walk in and this associate named Vikki, greets me and right away asks me if there’s anything she could direct or help me with. I said what I was interested in buying and she pulled out different styles and colors in my size and had a fitting room ready for me in a matter of ten minutes. I’ve been a customer for Old Navy for awhile now and I do know that they don’t hire or label any associate as a stylist. Vikki was very helpful and when I wanted something they didn’t have in the color I wanted she offered to call other stores and that it would be shipped to my house if I didn’t want to come back and pick it up. I spent three hours in the store that day and purchased over three hundred dollars, but Vikki gave me a forty percent discount for my entire purchase. I was satisfied so much with her assistance I offered to talk to her manager and let him know what a great employee they had. Sure enough she’s now the district manager for the Las Vegas Old Navies.” When dealing with customers, Zappos employees must check their egos and competitiveness at the door. Customer-service reps are trained to look on at least three rival Web sites if a shopper asks for specific shoes that Zappos doesn’t have in stock and refer customers accordingly. “My guess is that other companies don’t do that,” Hsieh says. “For us, we’re willing to lose that sale, that transaction in the short term. We’re focused on building the lifelong loyalty and relationship with the customer.”(Marketing: An Introduction for Education Management Corporation, 10th Edition, Page 2).

Week 1 EOC: My Voice

       Most people always feel as everyone in the fashion world are designers of some sort. Funny thing is that not many people understand that the fashion industry has much more to offer then just designing garments to be displayed down a runway by the so called, “pretty people”. The industry has buyers, visual merchandisers, retail managers, business owners, etc. My personal interest for this profession started at a fairly young age and has stuck with me for quite some time now. The phrase “Passion for fashion” has got to be one of the most common quotes heard from by fashion lovers everywhere, anywhere from the clueless toddlers to the experienced veteran ones. Studying the different areas there is to the fashion industry has opened up so many creative ideas from anything to window displays to which paint color will best attract a customer/client to buy something from the store. In my eyes I see a world of endless possible creations, and knowing that keeps me interested. Designers may be sketching out the newest trend, but the ones behind the designers seem to be the ones who truly bring the trends to life.